Amazon launches its assault on Australian fashion retailers

By Chris Pash

Amazon Australia has launched a local fashion store with more than 150 Australian brands in one place, putting further pressure on bricks and mortar outlets.

The new fashion store front went live on Tuesday morning featuring a selection of labels including Oroton, Tony Bianco, Cooper St, Lorna Jane, Third Form and Jaggar.

The new fashion store front went live on Tuesday morning featuring a selection of labels including Oroton, Tony Bianco, Cooper St, Lorna Jane, Third Form and Jaggar.Credit:Graham Denholm

“We are really excited to be empowering some brilliant home-grown talent by putting them front and centre on our fashion store,” said Angela Langmann, head of Amazon Fashion Australia.

Amazon Australia last month increased the pressure on the nation's supermarkets with the launch of Pantry Food and Drinks, with thousands of pantry items from more than 400 local and international grocery brands.

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The expansion, Amazon’s 27th category in Australia, came less than 12 months after the launch of its Australian website, challenging local retailers, especially those in consumer electronics, sports goods and some clothing.

This latest move puts further pressure on clothing retailers in Australia already suffering from digital competition and poor consumer sentiment.

The US-based online giant also announced an Amazon Fashion 2018 Local Brand Award to be decided by a popular vote.

Amazon says there are 15 local brands in the running to win the award plus a $75,000 marketing package to accelerate their growth and introduce them to more customers.

The winner of the fashion award will be decided by popular vote before midnight on December 4. By voting, customers will automatically be entered into a prize draw to win a $500 gift card and an Amazon Echo.

This story first appeared in Business Insider. Read it here or follow BusinessInsider Australia on Facebook.